To strengthen the country’s agribusiness and marketing landscape, improve market linkages, and scale up the implementation of the Department of Agriculture’s programs and initiatives, the DA conducted the Agribusiness and Marketing Assistance Service and Agribusiness and Marketing Assistance Division (AMAD) 1st Quarter Assessment and Planning Workshop on April 22 to 25, 2025 in Legazpi City, Albay.
Over 70 key officials and staff of the DA’s AMAS and AMAD from 17 regions nationwide attended the activity to identify and resolve current operational and administrative issues and concerns and provide remedial actions and recommendations to enhance the AMAS and AMAD’s program and project implementation.
In her message, Atty. Genevieve Velicaria-Guevarra, DA Assistant Secretary for Agribusiness, Marketing, and Consumer Affairs, encouraged the participants to focus on empowering enterprises and farmers, cooperatives and associations (FCAs) through KADIWA ng Pangulo, promoting agribusiness and marketing of key commodities, building value chains, and strengthening food systems.
“This year’s assessment and planning workshop is more than a review of figures and targets. It is a critical space for recalibration, reflection, and most importantly, realignment. We are here to deepen our collaboration, clarify our priorities, and collectively confront the gaps that continue to hinder the full realization of our programs,” she said.
She also underscored the DA’s critical role in inspiring the next generation of agripreneurs through the Young Farmers Challenge (YFC) Program. Moreover, she highlighted the AMAS and AMAD’s role in ensuring that agriculture remains a pillar of national development by sustaining and scaling up initiatives including the Price Act Implementation, Daily Price Index (DPI), Bantay Presyo Market Monitoring, market linkage caravans, technical trainings and capacity building, learning exchanges and Biyaheng Agribiz, and Usapang Agribiz.
We are not just here to spend budgets—we are here to change lives,” she added.
AMAS Director Junibert De Sagun presented the General Framework for the AMAS-AMAD Restructuring and supervised the breakout session per division and regional counterparts and open forum to finalize the proposed AMAS-AMAD organizational structure. Meanwhile, the participants also engaged in the discussion on mainstreaming the Agricultural Cooperative Enterprise Development Service (ACEDS), Farm and Fisheries Clustering and Consolidation (F2C2) and Sagip Saka Act in the AMAS and AMAD’s fiscal year (FY) 2026 Plan and Budget Proposal.
In his message relayed by DA Bicol AMAD Chief Engr. Luisito Baltazar, DA Bicol Regional Executive Director Rodel Tornilla lauded the participants’ commitment and passion to revolutionize Philippine agriculture particularly agribusiness enterprise and market linkages.
“While we face the challenging issues in agriculture, climate effects, supply chain disturbances, market volatility, to the ever present requirement for innovation, it becomes increasingly important that we evaluate not only what we have done but also how we can improve,” he said.
He added that the restructuring process of AMAS-AMAD offers opportunities for new prospects and aligned strategies which would make their services leaner and responsive to farmers, fisherfolks, and agri-entrepreneurs.
Also present during the opening program were cross-posted AMAD Chief and Regional Agriculture and Fisheries Information Section (RAFIS) Chief Lovella Guarin and Provincial Local Government of Albay Assistant Provincial Agriculturist Daryl John Buenconsejo.
AMAS and AMAD are responsible in providing timely and reliable market information, facilitation of farmers and fisherfolk enterprises and agri-based Micro, small and medium enterprises’ (MSMEs) market linkages and product promotion, organizing and supporting agribusiness investment promotion activities and events, and providing agribusiness development services. Currently, it has three divisions namely: the Market Development Division, Agribusiness and Investment Promotion Division (AIPD), and Agribusiness Industry Support Division (AISD). AMAS and AMAD are proposing the creation of the Consumer Affairs Division consists of the Bantay Presyo Section and Consumer Protection and Advocacy Section. (Annielyn L. Baleza with reports from Irish Joan O. Ativo, DA AMAS and Sarah A. Atanacio, DA AMAD V)